The effect of fit degree between sports events and sponsors on the sponsored brand purchase intention ——The mediating effect based on event loyalty and image transfer WANG Yu
(Department of Physical Education，Capital Normal University，Beijing 100048，China)Abstract:Based on the sponsorship matching effect theory, from the perspective of direct and indirect group participation, and sponsor brand purchase intention viewed as the dependent variable, with sports events and sponsor fit as the independent variable, and also introduced event loyalty and image transfer as two mediating variables, so as to discuss the fit degree of sports events and sponsors on the influence mechanism of sponsor brand purchase intention in direct and indirect group participation. The study found that: (1) in the relationship between control variables and dependent variables, age could positively influence the sponsored brand purchase intention for the direct participants, and the monthly income level could positively affect the purchasing willingness for the indirect participants; (2) in the relationship between independent variable and dependent variable, The fit of sports events and sponsors may positively affect the purchase intention of sponsored brands for the direct participants, but no significant impact on the indirect participants; (3) in terms of the mediating effect, event loyalty and image transfer could have a significant mediating effect in the fit of sports events and sponsors affecting the purchase intention of participants' sponsored brands, and all are partial mediation. Among them, the mediating effect value of event loyalty would be higher than the image transfer.
Keywords: sports economics；fit between sports events and sponsors；brand purchase intention；event loyalty；image transfer